Archive for December, 2012

Marketing Challenges are Universal

When I travel and meet business people in different countries, I see the same fundamental marketing challenges. easyjet.a319.arp I see that universal truths of human nature and business transcend borders, culture, language and industry. Here are the recommendations I make to business people in response to two marketing challenges I often hear:
1. “Consumers don’t want to take a chance on a product they don’t understand”. Recommendation – Since most consumers prefer to follow others rather than educate themselves, customer stories should lead your marketing communications. Address consumers’ questions and concerns through a positive customer story.

2. “I don’t want to spend more money on advertising or other promotion, but I need to get more customers”.  Recommendation – Your paid outreach is not bringing a good return because it is not strategic. Clarify your market position, message your value proposition, identify buying decision factors, and share customer stories.  — Darren Ballegeer

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